The Study Of Optimization Of Management Strategy In Social Channel Of China Telecom Shijiazhuang Branch

With the three major telecom operators having access to 4G license and fixed network licenses,the market competition is becoming increasingly fierce.Social channels is the main force of the operator of the business development,and also is the most important marketing channel in the telecommunications company in Shijiazhuang.The construction and management of social channels is the core content of Shijiazhuang Telecom Marketing Management.This paper takes Shijiazhuang Telecom social channels as the research object,starting from the construction and management of social channels,analyzes how the political and legal environment,economic environment,social environment,technology environment impact the construction and development of the channel by the PEST.By the analysis of industry environment,this paper points out the status of suppliers,consumers and competitors.The paper then use the SWOT method to analyzes the advantages,disadvantages and the current opportunities and challenges of Shijiazhuang Telecom social channel.Next,the marketing channel theory is used,combined with his own actual work experience and relevant information,to analyzes the development process of Shijiazhuang Telecom social channels and the current status of the construction and management,points out the current problem in the channel structure,channel construction,channel conflict,channel incentive and channel operation,and puts forward the corresponding management optimization measures.The first is to subdivision the channel structure once again,deepen the reform of small contractors,confirm a clear channel construction principle,and improve the channel construction level.The second is to equilibrate the resources allocation of the social channel,strengthen collaborative management of social channel,and divide the region of social activities.The third is to optimize the standards of the subsidies and incentives,establish incentive mechanism in various forms.The fourth is to confirm a clear goal of social channels,and enhance the operational capability.At the same time,this thesis research is practical and pertinent,hopefully to have reference significance to the practitioners.